Hello Nathalie! Our latest format is actually called “3 Questions for …”, but in our first issue we are glad to make an exception for you and give you a “bonus question” to start with. Could you briefly introduce yourself, please?
NL: I’d love to! My name is Nathalie Lohaus and I have been Head of Commercial Partnerships at Unibail-Rodamco-Westfield Germany since March 2019. My team and I take care of all special lettings outside of our regular shops in the centers. This includes partnerships and which new cooperations might benefit us and our malls. Two of our focal points are “Mall Retail” and “Brand Experience”. We initiate pop-up concepts – new, innovative and short-term events in the malls – and coordinate their implementation, create brand experiences and manage numerous media campaigns – both digital and on stationary advertising space.
That sounds like a very exciting and varied day-to-day job. Which “brand experience” really surprised you?
NL: There are definitely two things that have really surprised – in new German: “flashed” me. On the one hand, the Netflix installation that we were able to acquire as a customer in Centro Oberhausen in December 2019. Not only because it was very large and elaborate and since I am a big Netflix fan myself, but also because it showed once again that a brand that performs very well online can also deliver great live brand experiences and that it wants to!